Dropping any artifice of civility in the back-and-forth sniping between Chevy and Ford, this…
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The architect of that ad — and GM's global marketing strategy — is Joel Ewanick — and he's here now to answer your questions in the comments below.

So go ahead, ask him anything.

But first, a few ground rules:

1.) The first rule of Ask Me Anything is that there are no rules about what questions you ask.

2.) Joel will be here for 45 minutes starting at 9:30 AM and he'll try to answer any question (within reason) thrown at him — but he may not get to all of you.

3.) That said, remember that this isn't Joel's first trip to the top tier of the Super Bowl rodeo — he's been here before as the architect of the Hyundai Assurance Plan. So he's used to using the Super Bowl for disruptive, buzz-generating marketing.

4.) Joel's also no virgin to our commenters — he played nicely with you in an "Ask Me Anything" at the Detroit Auto Show a year ago.

So what I'm saying is — do your worst. He's a big boy — he can take it.